Brand Tone

Enthusiastic & Passionate, Approachable & Friendly, Confident & Playful, Foodie-Centric & Knowledgeable

Brand Values

• •Quality & Flavour
• •Versatility
• •Authenticity & Craft
• •Joy & Culinary Adventure
• •Community

Best Practices

• •Develop a "Voice & Tone" Guide: Document the key characteristics (Enthusiastic, Approachable, Confident, Playful, Foodie-Centric) with examples of "do's and don'ts."
• •Use "Flavour-First" Language: Emphasize sensory details – crunch, aroma, umami, spice level. Use vivid and enticing adjectives.
• •Embrace Enthusiasm (Authentically): Let the genuine passion for the product shine through. Use exclamation points judiciously but effectively. Inject personality.
• •Keep it Conversational: Write as if you're talking to a fellow food lover. Avoid overly formal or technical jargon unless explaining a specific culinary benefit in an accessible way.
• •Encourage Interaction & Share User Stories: Use calls to action that invite engagement (e.g., "How do you Chotto?"). Feature user-generated content and testimonials, as they often naturally reflect the desired enthusiastic tone.

Social Perception

Highly Positive, "Cult Favourite" Status, Local Champion, Trendy & In-Vogue, Gift-Worthy

Copy Examples

• •Headline (Website/Social): "Stop boring meals. Unleash the Chotto Motto. Your tastebuds will thank you (profusely)."
• •Product Description Snippet: "Get ready for a flavour explosion! Our OG Crispy Chilli Oil is a crunchy, garlicky, umami-packed delight that's, frankly, too good to leave in the pantry. Spoon it on everything – trust us."
• •Instagram Caption (with a recipe post): "Breakfast, lunch, dinner, or that sneaky midnight snack? 😉 Chotto Motto plays well with EVERYTHING. Swipe to see how we're jazzing up our avo toast today! #ChottoMotto #CrispyChilliOil #FlavourBomb #MelbourneMade #SeriouslyAddictive"
• •Email Subject Line: "Psst... Your pantry called. It's missing Chotto Motto."
• •Short Ad Copy: "Life's too short for bland. Add a little (or a lot) of Chotto Motto. Melbourne's favourite crispy chilli oil. Get yours!"